A new kind of AdWords landing page: 404 pages!
I made the first changes to Fargil’s AdWords account in August 2016 and within a week or two I received this message from the owner “We are getting a couple of enquiries in each day which is 100% better than what is was before you started looking into it.”
Fargil came to us when enquiries had dried up. It didn’t take long to find out why! A previous AdWords service provider had created adverts which were taking visitors to pages of the website which had been deleted. Google staff had intervened and attempted to improve the campaign. They set up a campaign of their own but they copied, from the first campaign, the same errors across into the new campaign. You might think they would be experts! Not necessarily, evidently! We corrected the errors, re-structured the campaign and boom! Cost per click plummeted, click-through rate soared, clicks increased whilst daily spend remained the same. The real proof, though, as any expert Google AdWords partner knows, are conversion rates and return on investment which tell us whether we are getting more business from our advertising spend and whether the advertising spend is profitable. Even better is the owner saying they’re getting noticeably more enquiries!
The graphs below show the same metrics as above but split by service provider – first service provider, then Google, then AdJuice. You can click on any of the next 4 images below to get a full size version.
It often comes down to attention to detail. There were also ad site links with non-existent landing pages. It can pay to outsource to an expert to do a complex job that requires skill. Fargil is an expert and the first company in the UK to offer specialist UK-wide conservatory valeting and repairs. If I need my conservatory repaired, I’ll know where to go and would not attempt it myself. We’re both better off doing what we’re good at and paying somebody else to do the rest!
Have you spent a fortune on AdWords but can’t understand why it’s not generating enquiries? Could you be paying for your adverts to be taking your visitors to a page like this?